Taking Business
to New Heights
Prairie View A&M University’s College of Business were planning to launch a new Doctor of Business Administration Degree (DBA) program and needed a plan to get the word out to the public. The program would be aimed at experienced business professionals who are looking to deepen their knowledge and expertise in their respective fields. The university has a successful reputation in business education, but it wants to ensure that this new program would be successful. The Office for Marketing and Communications were tasked with creating a marketing campaign & materials that would successfully launch the program and attract a significant number of applicants.
Objective and
Target Audience
Objective: The Office for Marketing and Communications were to develop a comprehensive marketing and communications plan to promote the program and attract top-tier candidates. This included developing a strong brand identity, increase awareness of the new Doctorate program in Business among educators and administrators, create marketing materials, purchase ads In various sectors, compose press releases, advertorials & new student focused stories, attract a significant number of highly qualified applicants to the program, and leveraging various channels to reach potential students and faculty and establish PVAMU as a leader in Higher Education.
Target Audience: The target audience was geared towards working professionals aged 30-55, who has completed their Master’s degree, lived in surrounding metropolitan areas, were at least 5 years into their careers and professionals looking to advance their careers and enhance their knowledge and skills in the field of business.
Campaign Strategy
- Developing a comprehensive digital marketing campaign that included targeted social media advertising, email marketing, newsletters, search engine optimization, outdoor advertising such as billboards, radio ads, advertorials, print ads, digital ads on business vertical websites.
- Creating a dedicated landing page for the Doctor of Business Administration Degree program that provides detailed information about the program, its curriculum and its benefits, a list of upcoming information sessions and a video introduction from the head of the degree program.
- Creating a series of printed marketing materials about the program, benefits and course descriptions, admission dates and contact information.
- Offering free webinars and informational sessions about the program to educate potential applicants and answer their questions.
- Partnering with educational organizations and associations to promote the programs to their members.
Results
The marketing campaign for the Doctor in Business Administration degree program was a success. The university received a significant number of highly qualified applicants from all over the southern regions, select areas around the U.S. and has become one of the most popular programs in Business in the state of Texas. The campaign reached over 1.2M people throughout the course of the campaign through the launch of the first cohort in Fall 2021.
The program has continued to help establish PVAMU’s College of Business as a leader in hybrid education for business professionals and has helped the university achieve its goal of providing a high-quality education to a broader audience.
Within The campaign reached over 2 million people across social, digital, web and print platforms with engagement rates over 78%. The outdoor campaign received over 2.4 million impressions, generating significant interest of the DBA program
1.2M
Reach
2.9M
Impressions
Over 78%
Engagement
24K
Visits to
PVAMU.EDU &
PVAMU.EDU/DBA
380
DBA Applications
submitted
250
People
in Attendance
5K
Blog Visits
20+
first cohort and
over 190 on
the waiting list
